Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.

Your brand's power lies in dominance. It is better to have 50% of one market, instead of 10% of five markets.

Customers want brands that are narrow in scope and distinguishable by a single word, the shorter the better.

The Internet is the ultimate in brand-centered buying.

Only brand names register in the mind... What you should generally do is take a regular word and use it out of context to connote the primary attribute of your brand.

Today, communication itself is the problem. We have become the world's first overcommunicated society. Each year we send more and receive less.

The next generation product almost never comes from the previous generation.